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BENCHMARKS & CASE STUDIES

Learn about industry benchmarks and case studies in digital marketing for the medical industry. See how Amplified Digital has successfully helped medical businesses increase traffic, conversions, and revenue through strategic campaigns. Discover the results and success stories of their clients.

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BENCHMARKS & CASE STUDIES

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  1. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for the medical industry

  2. INDUSTRY BENCHMARKS For 2017, our internal benchmarks for the medical industry compared to overall industry benchmarks are as follows:

  3. CASE STUDIES Bariatric Surgery Overview & Challenges A hospital was looking to increase traffic to and increase the number of conversions (requests for information, seminar registrations) coming from its newly launched Bariatric Surgery website. Solution Having a new website, we knew it would take some time before client would begin to see a large amount of organic traffic. In order to begin immediately driving high quality traffic, we launched a PPC campaign targeted at users searching for information that matched the content the newly launched website was offering. Due to nature of Bariatric Surgery (users typically conduct quite a bit a research prior to committing to the procedure), a supplemental remarketing campaign was launched as well. This remarketing campaign allowed us to capitalize on the extended research process by giving us an opportunity to get our message across to potential patients as they took their research to other websites. Results The campaign generated over 1,900 new visitors to the site; 21.40% of whom either called the hospital for more information, requested more information via the website, or signed up for a seminar.

  4. CASE STUDIES Urgent Care “We've been working with Amplified for almost 5 years. Through Amplified we have been able to experience significant growth in patient volumes and revenues. They are continually fine tuning and searching for ways to improve to benefit our business. I would highly recommend them for any business searching for growth.” Overview & Challenges Back in 2013, a new urgent care office was looking to get their name out there, expand their patient counts, and grow their business. Fast forward to 2017, and they are seeing faster growth than any other medical business in the area, and have grown to 5 locations. Solution Amplified partnered with the new urgent care to develop a patient-focused website, geared towards meeting the needs of urgent care – and helping patients navigate their illnesses and ailments. After the site launched, we began an extensive PPC campaign to help boost the traffic to the site, while working on the organic traffic. Once the client had a stable patient base and a few years of success, he wanted to begin branding himself in new areas for non-urgent patient types, so we launched an audience targeting campaign to help spread the word. Results In 2017, the company opened its 5th location. Our campaigns continue to meet and exceed the client’s KPIs and perform above industry benchmarks. 2017 data shows a 10.3% increase in CTR’s YOY, an 18.1% decrease in cost YOY, and a 57.5% increase in conversions YOY.

  5. CASE STUDIES Regional Healthcare Group Overview & Challenges The clinical division of a local university’s school of medicine, consisting of over 500 physicians, had two major challenges. First, they needed to promote the brand as a whole and its unique position in the community as a network of highly trained physicians working together to provide excellent care for patients with a wide variety of complex medical conditions. Second, they wanted to promote individual departments within the group, and highlight the physicians who operate within these as leaders in their respective fields. Solution Search Engine Marketing (PPC) campaigns (with which they had no previous experience) were launched to complement their already running display/social media campaigns. This would allow the group to speak directly to a diverse user base as the users searched for exactly what the group is offering. Instead of launching campaigns for all departments simultaneously, we worked with the client to develop a system of rolling out departmental campaigns a few at a time. Starting with one of the group’s larger departments, the campaign has grown to include twelve different departments. While all campaigns share the goals of promoting the brand and the group as leaders in their respective fields, they each also have their own unique goals. Some reach out to the local community to highlight the group as a destination for your more common healthcare needs, while other others target the global community highlighting the group’s expertise in highly specialized fields. Results Overall website traffic has increased by 75.45%. Due to ongoing optimization efforts, valuable website actions increased significantly as well; the number of on-site searches for physicians increased by 32%, while usage of the online appointment request tool increased by 71%.

  6. CASE STUDIES Healthcare Group Overview & Challenges A local physician and hospital group was looking for a way to increase website traffic, brand awareness, and engagement with those looking for doctors. They wanted to see an increase in overall website traffic and calls to physicians. Solution Amplified implemented two different campaigns to help the medical group increase their engagement and awareness. The first tactic was to begin a Facebook audience targeting campaign. Display ads were targeted towards those with specific health concerns that would be looking for a physician in the area. A PPC campaign was also started to target those using search keywords like “primary care”, “family medicine”, and even names of specific doctors within the group. Results The PPC campaign is generating a well above average CTR and CVR every month. The average CTR over the last several months is 5.98%, well over the medical industry average of 3.61%. The average CVR over the last several months is 27.25%, nearly triple the medical industry benchmark of 9.28%. The Facebook campaign generates a monthly CTR of 1.75%. This is over double the Facebook medical benchmark of 0.83%.

  7. CASE STUDIES Assisted Living Center Overview & Challenges A local senior living center with three locations was seeking an ongoing digital campaign. The campaign goals were primarily focused on decreasing the number of open rooms available in each of the facilities. The campaign goals were to develop an increase in phone calls to each facility and to increase the number of beds being used in each care center facility. Solution Amplified created a digital campaign strategy to target bottom of the funnel users in order to target the most relevant users to the website and increase ROI. We created a new website with a modern design to make the site more aesthetically appealing to users. The online forms were redeveloped to decrease the drop off rate from submissions. A standard pay-per-click campaign that targeted users looking for senior care living options using phrases such as skilled nursing, assisted living, nursing home, etc. The different types of conversions were tracked to see where users drop off in terms of actions in addition to dynamic phone call tracking. Results The PPC campaign delivered a 2.79% CTR [while below the industry benchmark of 3.27%, it saw consistent improvements each month landing above the industry benchmark at 3.32% in the last month]1 . The PPC campaign delivered a 19.85% conversion rate [this is over 400% higher than the industry benchmark of 3.36%] 1. 12 Wordstream 2017 AdWords Benchmarks

  8. CASE STUDIES Chiropractor Overview & Challenges A local chiropractor was looking to increase the amount of business they were doing at their location. Other objectives were to target those searching online regarding back problems/pain, car accidents, and pain relief. Solution Amplified launched both a programmatic and a search engine marketing (PPC) campaign. The programmatic campaign targeted individuals 25-65 that were using search keywords like “health”, “pain relief”, “back problems”, and “car accidents”. The PPC campaign targeted individuals that were searching for similar keywords as used in programmatic, combined with the general area/county the individual was seeking. Results This PPC campaign generated a CTR of 2.76%. The conversion rate generated was 22.7% including 5 online schedules, 15 manual dials, and 17 mobile click to calls. This conversion rate far outperforms the industry average of 3.36%.

  9. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for the real estate industry

  10. INDUSTRY BENCHMARKS For 2017, our internal benchmarks for real estate compared to overall industry benchmarks are as follows:

  11. CASE STUDIES Premier New Home Builder Overview & Challenges A local new home builder with around 20 communities was looking to increase their overall number of new homes sold in a month. The ultimate goal was to sell 35 new homes per month. Other objectives were to attract people looking to buy homes in the areas they are selling, increasing organic traffic to their website, and outranking competitors on searches related to new homes. Solution Amplified implemented several campaigns in an effort to pursue these goals. A website remarketing campaign was launched to target individuals that looked specifically at new homes on their website. A Facebook remarketing campaign was also implemented in an effort to retarget those that arrived at their website from Facebook. We used dynamic call tracking to track any calls that were coming in as a result of the PPC campaign that was launched on their website. A programmatic campaign was started to target people in the market for homes in the $80K-$250K range. We included specials that the homebuilder was running in this targeting, such as “free rec room” and “luxury included”. Results This PPC campaign is generating a 7.79% CTR which well outperforms the industry average of 2.44%. The campaign is also averaging a minimum of 200 conversions (calls, contacting an agent, filling out a form) every month.

  12. CASE STUDIES New Home Builder Overview & Challenges A local new homebuilder was looking to generate awarenessacross the St. Louis DMA for their brand and new home developments. Solution A series of STLtoday.com products were used in an effort to fulfill these goals and drive traffic to their website for more information. One of the products used was adhesion units; these ads follow the viewer as they scroll through content, keeping the brand at the top of their mind while enjoying their STLtodayreading experience. They also ran a series of standard display ads and monthly rising star ads on channels relevant to news or real estate. Results Over the last six months alone, this campaign has generated over 5.5 million impressionsand over 23,000 clicks.

  13. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for the home goods industry

  14. INDUSTRY BENCHMARKS For 2017, our internal benchmarks for home goods compared to overall industry benchmarks are as follows:

  15. CASE STUDIES Furniture Retailer Overview & Challenges A furniture retailer with one location in Saint Louis inquired about a strategy to promote foot traffic and increase phone calls in their store. Solution Amplified implemented a Search Engine Marketing (PPC) campaign to promote foot traffic and call-ins. The campaign targeted search keywords such as “upholstered chairs”, “leather furniture”, “sectionals”, etc. The PPC campaign was also geo-targeted to south county and north Jefferson County, areas in close proximity to the store location. A Facebook Targeting campaign was also launched in an effort to create awareness within the 45+ age demographic and those with purchase behaviors relating to home furnishings and accessories. Results The PPC campaign generated a 4.38% conversion rate, above the industry average for home goods, 2.70%. The Facebook campaign yielded a 1.08% conversion rate which is also above the industry average of 0.62% for consumer goods.

  16. CASE STUDIES Mattress Chain Overview & Challenges A local mattress chain was looking for a way to set them apart from their competition. They also wanted to emerge as the lead mattress seller of a specific brand and increase sales on that specific brand. Solution Several campaigns were launched by Amplified to increase the digital footprint of this client. A PPC and Google shopping campaign was launched to promote this business more prominently in the search engine marketplace. A programmatic campaign was implemented to target certain audiences that are searching for specific mattress brands that the chain offers. Facebook and site retargeting were implemented to reach out to those that have visited the site and didn’t complete purchases. Results The PPC campaign continues to exceed benchmarks with the CTR of 1.85% (industry benchmark is 1.80%) and a conversion rate of 9.46% (industry benchmark is 3.68%). Users that engaged with the Google Shopping Campaign were 11.36% more likely to complete a purchase than those in the regular search campaign’s 1.17%.

  17. CASE STUDIES Storage Chain Overview & Challenges A storage chain was looking for an increase of storage sales across several of their locations. Further objectives were to increase site traffic and see an increase in rentals, calls, and quotes. Solution Amplified implemented several tactics to assist in increasing the number of sales at each location. Facebook retargeting was implemented to reach out to those that had already visited their site from Facebook. Some of these ads promoted a second month of storage free. A PPC campaign was started that target those that lived 5-10 miles away from the location and using keywords like “storage units”, “ st louis storage”, “self storage”, etc. A minimum of four blog posts per month were written about topics like boating, storage security, and similar topics. Site retargeting allowed for those that had already visited the site to return in hopes of a conversion. Results The overall CTR and CVR is increasing monthly. The CTR increased from 2.70% last month to 3.37%. The conversion rate for the last month was 19.51% with a total of 49 conversions including use of the “unit size calculator” or “map & directions” information, mobile click-to-calls, and quote requests. Facebook CTR is showing a slight increase every month, and generated a CTR of 1.06% last month.

  18. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for the finance and insurance industry

  19. INDUSTRY BENCHMARKS For 2017, our internal benchmarks for finance and insurance compared to overall industry benchmarks are as follows:

  20. CASE STUDIES Semi-Local Bank Chain Overview & Challenges A bank chain was looking to generate awareness surrounding their locations in Missouri, Illinois, and California. They wanted to promote themselves as a premier bank for all things regarding small business. SolutionAmplified implemented a one month mobile location campaign that displayed creative digital ads to those that were searching for local banks that were in close proximity to First Bank locations. The campaign was contracted for 1,250,000 impressions, but delivered 1,399,135 impressions. A GTM pixel was placed on First Bank’s website to track conversions and view-through-conversions. Conversions that were tracked included “Request to Call”, “Find Nearest Bank”, and “Contact Form Submission”. Results This campaign generated results that were well above the industry average. The overall CTR was 0.25%, which is 68% over the industry benchmark CTR of 0.08%. The campaign generated 287 CVRs, which generated a 8.22% conversion rate. This is 85% over the industry average CVR of 1.19%.

  21. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for the travel and hospitality industry

  22. INDUSTRY BENCHMARKS For 2017, our internal benchmarks for travel & hospitality compared to overall industry benchmarks are as follows:

  23. CASE STUDIES Travel Agency Overview & Challenges A local travel agency was looking for a way to increase engagement with people interested in travel. Other objectives were to target those that read travel articles to attend expos and target audiences looking to travel to specific destinations that the travel agency can accommodate. Solution Amplified launched several campaigns in an effort to promote exposure and engagement with audiences interested in travel. A search engine marketing campaign (PPC) was implemented using keywords like “family resort deals”, “Caribbean vacation deals”, “travel websites”, etc. A programmatic campaign was launched to target audiences that were searching or watching videos regarding adventure travel, cruise charters, and travel guides. A Facebook ad campaign was also launched to target women over 35 that show interests in travel topics or have an affinity for certain cruise lines. Site retargeting was launched to further promote specific trips to those that have already visited the site. Results The PPC campaign generated a 5.25% CTR, well above the industry average CTR of 4.68. The most successful keyword group was “travel agency” which generated a conversion rate of 17.54%, also well above the industry average (3.55%). The Facebook ads are generating a CTR of 1.17%, above the FB average (0.90%).

  24. CASE STUDIES Resort Destination Overview & Challenges A resort and family reunion destination wanted to increase their phone inquiries and activity on their websiteand retarget those that have already visited the sites. Other objectives include increasing visibility to those that are using search keywords that pertain to the resort. Solution Amplified launched a PPC campaign to drive web activity and interaction up and to pursue an increase in phone calls. The PPC campaign used key words such as “family reunions”, “family friendly” “all inclusive”, “family getaways”, etc. Results The campaign led to 513 ad clicks and generated a CTR of 4.36%, just below the industry average of 4.68%. On the Google network, the campaign generated a 5.46% CTR well above the industry average of 4.68%.

  25. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for the entertainment industry

  26. INDUSTRY BENCHMARKS For 2017, our internal benchmarks for entertainment compared to overall industry benchmarks are as follows:

  27. CASE STUDIES Local Theatre Overview & Challenges A local theatre was looking to increase the amount of people attending their shows throughout the year. They wanted to see an increase in phone calls and show attendance. SolutionAmplified implemented a few different campaigns to help increase their attendance. The solutions were chosen based on each individual show. Mobile targeting was implemented to target those that had visited other STL theatre or art venues. Website remarketing was implemented to drive people back to the site that have previously visited and to eventually close a ticket sale. A programmatic campaign was implemented for each show using keywords tailored to the subject of the show. YouTube TrueView was also used to promote one show and was targeted to the 50+ demographic, those that attend live events frequently, and theatre or art aficionados. Results Their most recent campaign was extremely successful across all platforms. The mobile location generated an overall CTR of 0.53%. The YouTube TrueView campaign generated a VTR of 46.94% which is well above the typical TrueView VTR, 17%.

  28. CASE STUDIES Theatre Venue Overview & Challenges A local theatre venue wanted to drive traffic to their website to increase ticket sales for all of their shows. Further objectives were to increase awareness regarding season ticket packages. Solution Amplified worked to create a strategy that was tailored to each specific show that the venue would be hosting. Overall they promoted the shows with PPC, remarketing, mobile geo-targeting, YouTube, and Facebook targeting. PPC ads were placed to cater to those that had a history of searching for prior shows and for the theatre itself. Search terms typically consisted for the name of the show and the city/venue name. Facebook retargeting was implemented to target those that began a purchase but never carried out the purchase. Mobile geo-targeting was used to target those that live in areas with music venues close by, college campuses, and areas around the venue. Results All PPC campaigns combined generated a 14.72% CTR and a 1.91% average CVR. PPC campaigns performed well beyond the industry benchmarks. Search created an efficient conversion rate of 2.76% (industry average is 2.70%). Facebook Ads generated the second highest conversion rate (behind search) of 1.34%. This is very strong considering most social conversion rates are typically under 1%.

  29. CASE STUDIES Summer Camp Mobile App Overview & Challenges A mobile app that compiles summer camp opportunities across the Saint Louis area was looking for a way to create brand awareness and increase traffic to their website. In addition, they wanted to grow their online audience by seeing an increase in summer session enrollment. Solution Amplified created a digital campaign strategy launching Search Engine Marketing (PPC) campaign, website retargeting, and audience targeting. The PPC campaign targeted audiences using keywords like “summer camps”, “art summer camps”, “boys summer camps”, etc. The website retargeting exemplified an effort to reconnect previous site visitors and promote the potential for customers to return to the site and register children for camps. Audience targeting was implemented to connect parents of children in the St. Louis DMA to their website. Results The PPC campaign delivered a 5.08% click-through-rate (CTR), as well as generating 79 conversion including 39 account creations. The most successful ad group consistently was “free summer camps” which yielded a conversion rate of 12.77% which is nearly double the industry average CVR of 6.64%.

  30. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for the retail industry

  31. CASE STUDIES Camera Sales Chain Overview & Challenges A local camera chain was looking to remarket to previous website visitors, specifically at one of their six locations. Other objectives were to increase in store sales, clicks on their site, and phone calls. Solution Amplified launched a PPC and programmatic campaign, as well as implanting YouTube TruView and audience targeting. The programmatic campaign targeted those looking to make purchases around the holidays by using keywords such as “Christmas gift”, “photography classes”, “camera” etc. In an effort to increase awareness and registrations for an event the chain puts on, YouTube TruView videos were run. These videos discussed different products that the chain sold and promoted the opportunity to inquire and attend a convention for photographers. Results The YouTube campaign performance generated a 0.07% CTR. The programmatic campaign and programmatic ad performance both generated a 0.06% CTR.

  32. CASE STUDIES Local Shoe Retailer Overview & Challenges A local shoe store with three locations was looking to increase web traffic and boost the sale of their merchandise through ecommerce. Solution Amplified implemented a couple different strategies in an effort to help this client reach their goals. A Facebook targeting campaign was started in an effort to boost web traffic and retarget those that had previously visited their site. Amplified used carousel ads with specific brands that the shoe store offered. Upon clicking on the ads, viewers were redirected to the exact product in the clients online store. Additionally, a PPC + Google Shopping campaign was launched to boost sales through ecommerce. Targeted demographics included “mens – boots”, “women – dress shoes”, “children’s shoes” and several others. Results The Facebook campaign generated around 9,000 impressions and more than 200 clicks a month, yielding an average monthly CTR of 2.35%. The PPC + Google Shopping campaign generated an average CTR of 1.40% over several ads. Ads that appeared on the basic product shopping ads were proven to be the most successful for this client, yielding an average conversion rate of 10.93% over 3 months, performing well over the industry average of 6.64%.

  33. CASE STUDIES Grocery Chain Overview & Challenges A chain of grocery stores in Indiana wanted to increase foot traffic across all of their stores. Solution Amplified implemented a few different strategies in an effort to drive foot traffic throughout the chain. Mobile location targeting was implemented to target those that visited other grocery competitors and locations. A PPC campaign was started that targeted an audience using keywords such as “grocery delivery”, “grocery shopping”, “florist”, and other similar terms. Finally, a premium audience targeting and remarketing campaign was run that targeted mothers that grocery shop online and have a higher than average income, as well as individuals in specific geographic areas, those that show an interest in cooking or fresh meats and produce, and those that show an affinity for chains that are philanthropic and give back to the community. Results The campaign generated a combined CTR of 0.25% over 4,000 clicks. The audience targeting campaign alone generated a 0.29% CTR.

  34. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for the auto industry

  35. INDUSTRY BENCHMARKS For 2017, our internal benchmarks for automotive compared to overall industry benchmarks are as follows:

  36. CASE STUDIES Vehicle Salvage Yard Overview & Challenges A local salvage yard wanted to increase the amount of people interacting with their site and to drive people directly to their price list. Solution Amplified implemented mobile geo-targeting. The geo-targeting was designed to target people that had visited other auto care or auto parts centers in about 20-30 locations that are all in close proximity to the client’s location. The targeted demographic was 18+ car enthusiasts. Results This campaign generated a CTR 21% above the industry average at 0.34% (benchmark is 0.13%). The campaign is seeing an increase in CTR month-to-month, increasing 16% in recent months.

  37. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for the legal industry

  38. INDUSTRY BENCHMARKS For 2017, our internal benchmarks for law compared to overall industry benchmarks are as follows:

  39. CASE STUDIES Divorce Law Firm Overview & Challenges A local divorce law firm wanted to boost traffic to their website and observe an increase in conversions. Solution Amplified implemented a couple of different campaigns in an effort to boost conversions. A PPC campaign was started using keywords like “family law”, “family law attorney”, and “divorce attorney”. An SEO campaign was started to boost and track traffic to the firm’s website. Tracking and reporting is completed monthly to track success and compare traffic, visitors, and other information from year to year. Amplified also publishes four monthly blog posts to the site to increase engagement. The firm also participates in reputation management on Google+, Facebook, and Twitter platforms. Results The PPC campaign has generated an average CTR over 3% for the last few months, well above the Amplified average legal CTR of 1.75% and just above the industry average CTR of 2.95%. The average CVR for the last several months is 36.25%, well outperforming the industry average of 6.98%. The SEO campaign consistently outperforms the client’s prior year reporting, seeing a strong increase in sessions, unique visitors, and organic traffic every month. Referral traffic is currently up over 4000% from last year. The client is currently occupying the number 4 spot in search for the keyword “divorce attorney clayton”.

  40. BENCHMARKS & CASE STUDIES Amplified Digital is highly experienced when it comes to digital marketing for HVAC clients

  41. INDUSTRY BENCHMARKS For 2017, our internal benchmarks for HVAC compared to overall industry benchmarks are as follows:

  42. CASE STUDIES HVAC Company Overview & Challenges A heating and cooling company was looking for more engagement online and to see a boost in calls and appointments to their business. Solution Amplified implemented a couple of different campaigns in an effort to boost conversions. A PPC campaign was started using keywords related to plumbing, air conditioning repair, AC cleaning, and AC installation. Amplified checked monthly to ensure that this company were using the best keywords and showing optimal results from their campaign. Results Over the last six months, this campaign has generated nearly 105,000 impressions. The average monthly CTR of 2.86% is outperforming the industry CTR of 2.61%. The campaign has also received over 300 conversions in the past six months and most ad groups are outperforming the industry average conversion rate of 6.98%.

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